Cross-Cultural Brand Communication in the Globalization Context: Nestlé Coffee’s Marketing and Communication Strategies in China

Kailin Wang, Zhen Wu, Shihua Lai, Dingbang Liang, Mingxuan Du and Qianhui Ma ()
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Kailin Wang: Qilu University of Technology
Zhen Wu: Beijing Normal University - Hong Kong Baptist University United International College
Shihua Lai: Beijing Normal University - Hong Kong Baptist University United International College
Dingbang Liang: Guangdong University of Foreign Studies
Mingxuan Du: The National University of Malaysia
Qianhui Ma: Beijing Normal University - Hong Kong Baptist University United International College

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 406-413 from Springer

Abstract: Abstract With the globalization of the economy, cross-cultural marketing communication has become an inevitable trend in the world. As one of the earliest coffee brands to enter China, Nestlé Coffee has deeply impressed consumers with its high quality and effective brand marketing communication strategies. It has consistently maintained a leading position in the market through its retail channels, providing Chinese consumers with new lifestyles and a source of inspiration, while also aligning with the world. This article adopts a qualitative research approach, specifically the case study method, using Nestlé Coffee as a prime example to investigate the brand’s cross-cultural marketing and communication strategies in China. It aims to examine the brand’s marketing strategies and potential risks in the Chinese market, and also to draw insights that can be applied to cross-cultural brand communication as a whole. The goal is to study Nestlé Coffee’s brand marketing strategies and potential risks in China, providing valuable references for other foreign brands entering the Chinese market.

Keywords: Cross-cultural marketing communication; Brand communication; International brands; Nestlé Coffee; Globalization (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-246-0_48

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